34 | Business World Magazine |
February 2014
with their new smartphone or tablet. The
habits of using mobile data have become so
ingrained in our lifestyles that consumers
demand their new devices to work perfectly
not only out on the street, but deep inside
a department store or on the shores of a re-
mote beach. Network coverage and capacity
for high speed communications has trans-
formed from a ‘nice-to-have’ to a ‘must-have’.
TRAFFIC MANAGEMENT
MARVEL
As Fresonke explains, data-hungry, Inter-
net-based mobile services dominate today’s
smartphone-centric world. For example,
Web video services such as “YouTube” and
“Netflix” can comprise 50 percent of all mo-
bile data traffic on a given weekend night.
The higher demand on mobile networks
equates to more subscribers sharing a lim-
ited slice of wireless spectrum. A few heavy
data users on a cellular tower can make it
miserable for all the other users attempting
to use the network via that same tower. The
woman struggling to get a connection to
check movie times couldn’t care less that the
